Identifying and analyzing emerging trends in campaigns and elections.

Will Ad Tying IRS to Health Care Move Mass. Voters?

In Senate on June 17, 2013 at 11:37 am

As expected, a political entity is taking to the airwaves to highlight the Internal Revenue Service’s role in implementing the Obama healthcare law, but the message delivery needs to be stronger if they expect to move voters.

The organization Americans for Progressive Action, supporting Republican Gabriel Gomez over Rep. Ed Markey (D-MA-5) in the Senate special election scheduled for June 25 in Massachusetts, attacked with an ad that depicts Markey as supporting IRS “control” of “health care reform” and Gomez as an opponent, though making it clear that the Republican supports reforming the healthcare system. (Though the ad says that both Markey and Gomez support “healthcare reform”, it doesn’t specifically say that Gomez supports President Obama’s Affordable Healthcare Act, though the casual viewer will be left with the impression that he does.)

The effectiveness of the ad will be questioned. Though making it clear that the IRS “controlling” healthcare reform is a bad thing, it doesn’t explain why. The spot assumes, most likely incorrectly, that the viewing voter base knows the details of the current IRS profiling scandal.

Survey data will soon tell us if the IRS issue is moving voters in the Massachusetts Senate race, which could be a precursor of how the issue might play in the regular 2014 election. But, the political ad producers will have to tell a better story than the APA’s current effort if they hope to make this issue a deciding electoral factor.

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